Sole online retailer ASOS, which was previously sitting pretty in top position, fell furthest from Q1 to Q2, allowing Boohoo Group, which owns Boohoo.com and PrettyLittleThing, to advance up the search rankings and gain 12.5pc total share of voice in the fashion sector.

This jostling of affordable brands in the UK leaderboard contrasts, to a minor degree, with movements in the top positions in the US rankings, which sees slightly pricier brands and department stores such as Macy’s (1st) and Nordstrom (3rd) reigning supreme.

Perhaps most worthy of note in the US listings, however, is Wikipedia, which is strutting its stuff at number 10. This doesn’t mean that the free online encyclopedia has suddenly decided to venture into the American fashion retail market, but that it ranks well for the 3,000+ search queries analysed.

Wikipedia provides a lot of great content on fashion products and clothing terms, earning it a respectable position in the leaderboard. Its appearance is something that non-ranking apparel brands should see as an opportunity in the market for more relevant players to steal share – it’s not yet saturated by retailers alone.